China's smartphone sales grew 6.8% YoY during 618 period in 2024 – Counterpoint Research

vivo was the second-best performer with an over 12.6% YoY increase. It launched the high-end X100s series, affordable Y200 series and mid-range iQOO Neo 9s Pro before the event and the mid-range S19 series during the event. This helped boost its sales during the period.

Xiaomi's sales grew by nearly 12.6% YoY, primarily due to discounts of up to RMB 1,000 (~$139) offered during the period and increased sales of its mid-to-high-end phones. Among Xiaomi models, the Redmi K70 was its bestseller during this period.

HONOR's sales witnessed a 4.3% YoY increase. Apart from generous price cuts, HONOR launched the mid-end HONOR 200 series during the 618 period. Popular value-for-money products such as the HONOR X50 also contributed significantly to this growth.

Apple's sales grew 2.7% YoY, benefiting from stronger promotions and an extra week of sale prices compared to 2023. The brand offered the biggest-ever discounts, reaching up to RMB 2,350 (~$326), during the period to entice consumers, especially given the strong competition from Huawei in the premium segment.